After watching the TED talk presented by Melinda Gates, I was fascinated by the process in which nonprofits strive to develop a brand. Despite the fact that a large number of organizations take a very limited approach to branding by using it to aid with the fundraising process, many organizations are opting to go beyond that limit by, “moving beyond that approach to explore the wider, strategic roles that brands can play: driving broad, long-term social goals, while strengthening internal identity, cohesion, and capacity.”  After doing some research, I came across this article which thoroughly explains the strategic incentive of branding and the process in which many nonprofits have followed a framework called the “Nonprofit Brand IDEA”. IDEA is an acronym for (brand) integrity, democracy, ethics, and affinity. This conceptual framework allows nonprofit organizations to develop brands that “allow their brands to contribute to sustaining their social impact, serving their mission, and staying true to their organization’s values and culture”. After reflecting upon this creative methodology, I was determined to see it in smaller, less known organizations. However, I came to the conclusion that branding DOES matter in terms of recognition since organizations like AmeriCorps, the Legal Defense Fund, and the Wold Wildlife Fund have developed their branding to go beyond funding. Their branding goes beyond the logo to appeal to potential donors-it further reinforces the purpose of why their organization’s mission matters. This theme is seen throughout the Simon Sinek TEDtalk, thus reinforcing the same sentiment of why purpose matters behind every motive of an organization.

https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector